Joules brand repositioning

The country clothing brand wanted to develop a point of difference in line with relevant emerging social and consumer trends.

Traditionally British, local, community-based and a little quirky, the Joules brand wanted its communication updated and made more relevant to the changing marketplace. I developed a proposition that would root each town-based shop deeply in its local community, making each outlet a focal point for locals as well as an information point for visitors.

I proposed ideas such as creating co-branded product such as jam or sloe gin with local people; using the space to link up people and businesses to foster new relationships; developing a Joules-branded town eco shopping bag; and sourcing all visual display props for individual shops from the local area for authenticity. Measures that would make every branch a stand-alone store that reflected its location.

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